Using social media for product development and innovation: a case study with HERE in navigational apps

HERE, a company specializing in location services, found that more men were using their navigational app than women, despite their products being aimed at both men and women. Why was that? And what could they do about it? HERE decided to investigate – and worked together with Pulsar’s research team to get to the root of the problem, and identify ways to overcome this discrepancy. This case study shows how you can use social media research as a powerful tool to inform new domains of innovation and product development: by using social media to investigate gender differences at a mass scale, as well as a source of vivid, emotive expressions of customer needs, the team combined this with focus groups to get convincing results.